We came in as Pro Fab's web development and ecommerce strategy partner, with Add People running paid acquisition on Google Ads. The buyer at this price point is a powersports enthusiast making a considered, high-AOV purchase — a UTV topper, a skid house, an outfitted rig. The site had to load fast on a phone in a parking lot, configure cleanly, and convert without friction. The paid program had to feed it the right traffic, not just more of it.
Michael McBride
Founder & CEO, Atelier Commerce
We came in as Pro Fab's web development and ecommerce strategy partner, with Add People running paid acquisition on Google Ads. The buyer at this price point is a powersports enthusiast making a considered, high-AOV purchase — a UTV topper, a skid house, an outfitted rig. The site had to load fast on a phone in a parking lot, configure cleanly, and convert without friction. The paid program had to feed it the right traffic, not just more of it.
Michael McBride
Founder & CEO, Atelier Commerce
We replatformed Pro Fab to BigCommerce, rebuilt the storefront mobile-first, reset GA4 and ecommerce tracking so every partner optimized against the same numbers, and let a joint feedback loop with Add People turn site quality into paid efficiency. The first 5.5 months tell the story: sessions up +65.9%, revenue up +30.8% to $244K, AOV up +4.9% to $232.42, and paid revenue up +68.2% to $139.7K with paid share of total revenue climbing from ~44% to 57%. Mobile is now 66% of revenue. Every dollar Add People put into the market hit a faster, cleaner site, and the site hit a tighter paid mix. The replatform and the paid relaunch compounded each other.
We replatformed Pro Fab to BigCommerce, rebuilt the storefront mobile-first, reset GA4 and ecommerce tracking so every partner optimized against the same numbers, and let a joint feedback loop with Add People turn site quality into paid efficiency. The first 5.5 months tell the story: sessions up +65.9%, revenue up +30.8% to $244K, AOV up +4.9% to $232.42, and paid revenue up +68.2% to $139.7K with paid share of total revenue climbing from ~44% to 57%. Mobile is now 66% of revenue. Every dollar Add People put into the market hit a faster, cleaner site, and the site hit a tighter paid mix. The replatform and the paid relaunch compounded each other.
Creative challenges
Pro Fab came into the engagement on aging infrastructure that was capping conversion, mobile performance, and merchandising flexibility. The fastest way to lift revenue on a high-AOV considered-purchase catalog is to throw more paid budgets at the legacy site and hope. That approach hits a ceiling fast — the site can't render the configuration story, the checkout leaks on mobile, and every incremental click pays for a session that wasn't going to convert. The work was to replatform first, so the paid budget had somewhere worth landing.
The second challenge was tracking. Pre-launch, gaps between the platform, Google Ads, and GA4 made every optimization decision a guess. Add People couldn't tell which campaigns were actually profitable, and Atelier couldn't tell which on-site changes were moving the needle. We reset GA4 events, rebuilt ecommerce tracking, and reconciled conversions across the stack so both teams optimized against the same numbers, faster. The third challenge was holding AOV against a wider top of funnel. Paid budget scaling almost always softens AOV — cheaper clicks pull in less-qualified shoppers. We accepted a controlled widening of the funnel (sessions +65.9%, checkouts initiated +80.4%) in exchange for a basket that held its shape: AOV climbed +4.9% to $232.42, transactions grew +24.7%, and total revenue grew +30.8%. Volume and value, not one at the expense of the other.
Creative challenges
Pro Fab came into the engagement on aging infrastructure that was capping conversion, mobile performance, and merchandising flexibility. The fastest way to lift revenue on a high-AOV considered-purchase catalog is to throw more paid budgets at the legacy site and hope. That approach hits a ceiling fast — the site can't render the configuration story, the checkout leaks on mobile, and every incremental click pays for a session that wasn't going to convert. The work was to replatform first, so the paid budget had somewhere worth landing.
The second challenge was tracking. Pre-launch, gaps between the platform, Google Ads, and GA4 made every optimization decision a guess. Add People couldn't tell which campaigns were actually profitable, and Atelier couldn't tell which on-site changes were moving the needle. We reset GA4 events, rebuilt ecommerce tracking, and reconciled conversions across the stack so both teams optimized against the same numbers, faster. The third challenge was holding AOV against a wider top of funnel. Paid budget scaling almost always softens AOV — cheaper clicks pull in less-qualified shoppers. We accepted a controlled widening of the funnel (sessions +65.9%, checkouts initiated +80.4%) in exchange for a basket that held its shape: AOV climbed +4.9% to $232.42, transactions grew +24.7%, and total revenue grew +30.8%. Volume and value, not one at the expense of the other.
A faster site, a tighter paid mix
A replatform on its own is a foundation. A paid relaunch on its own is a temporary lift. Run together, with shared tracking and a joint feedback loop, they compound. Atelier rebuilt the BigCommerce storefront mobile-first — mobile is now 69% of sessions and 66% of post-launch revenue at $161K — fixed the PDP and configurator flow for high-AOV considered purchases, and laid an SEO foundation (redirect mapping, technical SEO, structured data) that protected organic through the replatform. Organic sessions actually grew +27.6% post-launch, and direct sessions grew +62.8%, a halo that most replatform projects spend a year recovering from rather than capturing.
Add People rebuilt the Google Ads campaign structure around intent and profitability, cut wasted spend with tighter negatives, and expanded Shopping and PMax against the new feed. Paid sessions climbed +121%, paid transactions +61%, paid revenue +68.2%, and Shopping went from a negligible $226 line to $6,690 in revenue and 30 orders. Paid share of total revenue moved from ~44% to 57%. The joint loop — landing-page issues fixed quickly, ad messaging matched to on-site CTAs, one shared view of performance — is the part most agency pairings never build, and the part that made every metric in the table below move at the same time.
A faster site, a tighter paid mix
A replatform on its own is a foundation. A paid relaunch on its own is a temporary lift. Run together, with shared tracking and a joint feedback loop, they compound. Atelier rebuilt the BigCommerce storefront mobile-first — mobile is now 69% of sessions and 66% of post-launch revenue at $161K — fixed the PDP and configurator flow for high-AOV considered purchases, and laid an SEO foundation (redirect mapping, technical SEO, structured data) that protected organic through the replatform. Organic sessions actually grew +27.6% post-launch, and direct sessions grew +62.8%, a halo that most replatform projects spend a year recovering from rather than capturing.
Add People rebuilt the Google Ads campaign structure around intent and profitability, cut wasted spend with tighter negatives, and expanded Shopping and PMax against the new feed. Paid sessions climbed +121%, paid transactions +61%, paid revenue +68.2%, and Shopping went from a negligible $226 line to $6,690 in revenue and 30 orders. Paid share of total revenue moved from ~44% to 57%. The joint loop — landing-page issues fixed quickly, ad messaging matched to on-site CTAs, one shared view of performance — is the part most agency pairings never build, and the part that made every metric in the table below move at the same time.
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Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
